Smoothing out thigh cream sales

Drug Store News, Sept 26, 1994 by Thembisa N.N. Mhlambiso

Carfagno reported very strong sales of the thigh cream products from Lissee Beverly Hills Aromatherapy Cellulite Control Serum that sells 4 ounces for $9.98. She said the Roberts line is also a strong seller, at $9.97 for 8 ounces.

Carfagno said the Roberts line has good sell-through because there's more volume for the price. She also pointed out Lissee's benefits, including aromatherapy, the AHA fruit complex that exfoliates the skin, and the botanical extracts and essential oils that moisturize the skin. The product also contains aminophylline.

Thighs take to airwaves

While many a handful of cellulite-busting companies have appeared on cable television, and a few others have tested the waves on broadcast television--with minimal results--one company is going full-throttle to capture consumer dollars.

E.L.I. Inc. hit broadcast television on Sept 8. with a 30-second spot ad that will run in 30 to 40 local markets nationwide.

Produced by Landers & Associates--who are also behind such TV commercials as Roll-O-Matic Mop, Classic Nails, Topsy Tips, and After Bite--the Slim Thigh Spots will include retail tags.

E.L.I. president Larry Belenke said Slim Thigh products are available at about 10,000 retail stores, including Walgreens, Osco, Sav-on, Eckerd and Revco.

"This way we'll be able to reach a lot more people with a lot less money," Belenke. said.

The company, he added, has been spending about $30,000 per week on newspaper ads. The TV spots are running at a cost of $600,000 to $700,000 for three weeks.

Abdomen creams launched

Even though consumer studies of results have yet to appear, manufacturers are busily expanding the line to include abdomen creams.

Medicus, makers of the Original Doctor's Thigh Cream, launched an abdomen cream for use by both men and women two months ago.

The product is called the Original Doctor's Ab Cream (Abdomen Contouring Formula).

Dr. Leichtberg claims the ab cream is different from other cellulite/fat-busters, including the thigh cream because "We've taken out the anti-cellulite component and bumped up the anti-fat component. It's fat [in the stomach area], but it requires a different approach [than fighting cellulite fat]."

Belenke said E.L.I. will introduce a cellulite-toning cream in October that has anti-stretch marke benefits, and the company is working on "perfecting a similar product to Slim Thigh that will work on other parts of the body and that men will be able to use."

Jason Natural Cosmetics is also working on a line extension of its thigh cream and could have a product out early next year.

"The science is there [for these cellulite and fat reducing products] and yes, sure, people want to believe," Leichtberg concluded.